Let’s talk about the main writing ideas and layout methods of product descriptions. First of all, the role of product descriptions is to answer consumers’ more detailed product information that they have not been able to obtain from product pictures, titles, and five-point descriptions. Consumers have been seeing product descriptions with doubts. They must hope that the product description can answer their confusion and provide a basis for their decision-making on whether to buy the product in the end. Based on the above psychology, the content of the product description must not be repeated with the title and the five-point description. Either provide a new description angle, or supplement and further explain the previous content, so as to achieve the purpose of finally persuading consumers to place an order! So how should product descriptions be written?
First, with feelings and sensibility as the foothold, sellers can try to tell consumers a brand story, or tell the background and strength of the brand. This part should be as illustrated as possible. The vivid scenes will make consumers feel very involved and easier to gain recognition from consumers. For example, some consumers particularly like the craftsmanship and family heritage reflected in handmade products. We can find a way to bring the brand story closer to this aspect, which is easy to resonate with them and achieve the purpose of increasing product conversion rate.
Second, describe around the product itself. For example, some product parameters, manufacturing processes and other details that cannot be displayed in detail in the title and five-point description can be accurately presented in the product description, so that consumers can know and understand the product more accurately. This will also be of great help in reducing the return rate in the later stage. In addition, on the product description page, sellers can also make a horizontal comparison between their products and other similar products in the store to reflect the functions and parameter performance that the products focus on, so that consumers can choose the products that best suit their needs, while achieving the purpose of reducing the return rate and diverting traffic to other products in the store.
Third, describe the various guarantees that sellers can provide to consumers. For example, quality assurance, award certificates, product certification certificates, etc., this part can make consumers really feel at ease to buy. In addition, you can also write out the after-sales service in detail here. What kind of after-sales service can we provide to consumers specifically? This is also a “reassurance pill” for consumers, especially for those products that are easy to wear and need warranty.
Fourth, describe the product packaging information and accessories and gifts information. If the product packaging is very beautiful, then we can present it separately in the form of pictures, which is a plus. In addition, the various accessories and corresponding gifts in the product packaging can be made into a list and added to the product description, especially for products or kits that require consumers to assemble, so that consumers can make purchasing decisions more quickly!